Annie - Founder & CEO
From finance professional to award-winning beauty founder, Annie Chen has built Envy Lashes London into one of London’s trusted specialist lash destinations. This editorial feature explores her journey from basement studio beginnings to industry recognition, revealing the mindset, standards, and vision driving her brand’s growth — and why her story is resonating with both clients and aspiring beauty entrepreneurs alike.
An Insider’s Look at Envy Lashes London: Interview with Founder and CEO
In an industry driven by aesthetics yet defined by precision, few founders manage to balance artistry with entrepreneurship as seamlessly as Annie Chen, CEO and founder of Envy Lashes London. From a single treatment bed in a basement studio to an award-winning specialist salon and training academy in the City of London, Annie's journey is a portrait of modern beauty entrepreneurship — rooted in resilience, craft, and an uncompromising commitment to standards.
Annie did not begin her career in beauty. Like many founders whose paths ultimately diverge from convention, her professional life started in finance. Yet beneath the spreadsheets and structured career trajectory was a growing creative pull — a fascination with the transformative power of lashes and the confidence they could evoke. In 2017, Annie made the decision that would redefine her career: she left finance to pursue lashing full-time. What followed was a period of intensive skill development, client building, and quiet determination. By 2020, she formally launched Envy Lashes London, establishing a studio with a clear mission — to elevate expectations within the lash industry while creating a trusted, client-centred brand.
Today, the business stands as a specialist ethical lash and brow destination known for bespoke treatments, technical precision, and an environment that blends professionalism with warmth. Under Annie’s leadership, the studio has developed a reputation for combining artistry with education, serving both clients seeking tailored lash transformations and aspiring technicians pursuing accredited training.
Central to Annie's philosophy is the belief that lashes are not a one-size-fits-all service but a form of personal design. Each appointment is approached as a consultation-led experience, with styling decisions informed by eye shape, lifestyle, and aesthetic preference. This personalised methodology has contributed to strong client retention and consistently high reviews — a testament to the relational aspect of Annie’s business model. Recognition has followed. Envy Lashes London was named Best Specialist Lash & Brow Salon in London at the LuxLife Health, Beauty and Wellness Awards in 2024 & 2025, alongside industry nominations that reflect the brand’s growing visibility within the UK beauty landscape. Yet for Annie, accolades are secondary to evolution.
Innovation remains a defining thread throughout the business. The studio integrates emerging techniques — from wet-look styling to advanced fox style mapping — while maintaining a commitment to product integrity through vegan, cruelty-free materials. Sustainability also plays a role in operational decision-making, with efforts to reduce single-use plastics and introduce biodegradable alternatives across the treatment environment.
Beyond services, Annie has expanded Envy Lashes London into education, positioning the brand as both a studio and knowledge hub. The training academy reflects her broader ambition: to empower the next generation of beauty entrepreneurs with technical mastery and realistic insight into building a service-based business. Colleagues and clients often describe Annie as quietly driven — a founder whose authority stems not from spectacle but from consistency. Her journey from basement studio beginnings to a recognised London beauty destination underscores a defining quality: endurance.
Looking ahead, Annie's vision extends beyond a single location. Plans for digital education, expanded offerings, and future studio growth signal a brand still in motion. Yet the core remains unchanged — a commitment to raising standards while preserving the intimacy and trust that shaped the business from its earliest days. In an era where beauty brands can emerge overnight, Annie Chen represents a different narrative — one built through craft, community, and incremental scale. Through Envy Lashes London, she has not only created a successful studio but contributed to the professionalisation of a rapidly evolving sector. And for Annie, the work continues — one client, one student, and one carefully placed lash at a time.